Rory Archibald

Rory founded New Intent, a diversity, equality, inclusion, and environmental action advocacy organisation launched in August 2022. New Intent works with partners and members to educate, advocate, research, and promote the role of events in creating positive social transformation worldwide. It reflects Rory’s belief that we must start taking main-stage discussions and turning them into action. Bridging the gap between delegates at conferences and societal change has become Rory’s mission in life. Business events have a real opportunity to champion human rights and become a melting pot of diversity, equity, and inclusion that other industries can follow.

Before New Intent, Rory spent 17 years in the business events industry, with the last ten years exclusively in the international association market representing venues and destinations. Rory is an active member of industry associations such as ICCA, PCMA, and Destinations International.